WAHYUDI, TRIO NOORSY (2021) STRATEGI BRANDING MEREK CASUAL CULTURE.CO DI SURABAYA DALAM MENINGKATKAN PENJUALAN. Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
Currently, the success of a brand / product in penetrating the market is not only determined by the physical advantages, functions, prices and distribution aspects of the product. In this research, it focuses on knowing the branding strategy carried out by CASUAL CULTURE.CO in increasing its sales so that it remains a consumer choice and remains a brand that can develop in the free market. The purpose of this study can also describe how to implement or how to do branding and improve the weaknesses faced. The research method used for this research is descriptive method which is part of a qualitative analysis using observational data collection techniques, documentation and in-depth interviews relating to product branding strategies based on using product attributes which include, in terms of quality, features, design, packaging. , labels, services, guarantees, prices and components of brand identity, namely brand names, logos and symbols, slogans, characters, jingles, URLs / websites used by researchers in finding strengths, weaknesses, opportunities, and threats using the SWOT method. He results of this study. Through the analysis of IFAS (Internal Strategy Factor Analysis Sumarry) and EFAS (External Strategy Factor Analysis Sumarry) it can be seen that Casual Culture has a score of internal factors, namely, strengths of 1.83 and weaknesses have a score of 1.12, while from external factors it has an opportunity score of 1.34 and a threat score of 1.64. The choice of strategy is SO, so that the SWOT diagram is located in quadrant II, Despite facing threats, the company still has internal strength. The strategy that must be determined is to use strengths that take advantage of long-term opportunities using a diversification strategy (Product or Market).Keywords: Branding Strategy, SWOT Analysis
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Mujari Mujari | ||||||||
| Date Deposited: | 05 Nov 2021 08:53 | ||||||||
| Last Modified: | 05 Nov 2021 08:53 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/3104 |
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